Restyling & Truck Accessories - April '15

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Page 32 of 63 April 2015 | Restyling & tRuck AccessoRies 31 April 2015 | Restyling & tRuck AccessoRies 31 All of these trucks, Jeeps and cars owned by happy customers or employees have been acces- sorized and restyled at Toys For Trucks. The RighT PaRTneRshiP Today, Ciuplinski manages Toys For Trucks' Green Bay store where business has grown for five consecutive years based largely on an offering of new products and services. "That's the key," Ciuplinski says. "If a truck accessories retailer gets stuck in a certain rut and doesn't try new stuff, then they're going to be losing the boat because someone else will be doing it." Ciuplinski reveals that the company— now consisting of seven retail locations in the truck-loving state of Wisconsin—has boomed from a $3.8-million annual enter- prise when Larson bought it to a $32-mil- lion business in 2014. The company oper- ates two Toys For Trucks retail outlets in Green Bay, two in the booming Appleton area, one in Oshkosh and another in Scho- field, plus a larger Ultimate Trucks store that it purchased in Milwaukee and kept the name. "T.J. (Larson) is a numbers guy and he is very good with that," Ciuplinski says. Ciuplinski himself brought to the com- pany a passion for trucks, a love of new products and a background in auto trim. He's been restyling vehicles since age 18 and has 21 years of experience in the after- market industry. When he first worked for Toys For Trucks back in 1996, the company was known as a supplier of truck caps and hitches. "Those were our staples," he says. "Today we've grown in such things as lighting and stereos. We do leather, we do heated seats, we install lift kits, level kits, rims, and tires. You can pretty much drop off a vehicle— a truck, car, SUV or van—and get every- thing done in one store. It makes us unique." Business Building Rims and tires are big-ticket items at Toys For Trucks and provide upsell opportunities. "That's because if someone comes in looking for wheels and tires, that leads to a lift kit or leveling kit or performance upgrades," Ciuplinski says. "Once a cus- tomer goes with bigger tires they might need one of our programmers or exhaust systems or an intake kit. One thing leads to another and it turns into a domino effect and it really helps us sell more product." Customer service sets the Green Bay Toys For Trucks store apart from the competition, according to Ciuplinski. The six-person staff tries to display as much product

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